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As the industry continues to evolve in accordance with the latest innovations in digital, the value of the traditional press release has come into question. Once an effective way of sharing news with key press contacts, one could argue that that same information could easily be delivered via email.

In an effort to forego the traditional, archaic structure of the press release, there are several elements you can incorporate to bring new light to an old-school method: these can include embedding interactive content, or even hosting an event in conjunction with the announcement detailed in the release.

Below,eight agency executives from Forbes Agency Council share the tricks they use to make the traditional press release more appealing to today's audience of digital natives.

Scrap the press release and start using interactive infographics instead. Visuals are going to get shared much more often and they present reporters with a real visual sharing opportunity that goes beyond the dry language of a press release that usually just results in a quick blurb -- not a full-fledged story. – Abbi Whitaker, The Abbi Agency

2. Host an Event

Most press releases are about news that has already happened.
Next time you write a press release, focus on a future event. For instance, next time you have news to share, consider staging an event in which make the announcement. Be creative, provide entertainment, invite press and make sure to involve elected officials. Focus on the "buzz" of the announcement more than the announcement itself. – Kristopher Jones, LSEO.com

3. Offer a Creative Spin

Start off with an interesting question or data point to grab the writer or editor’s attention. Present the answer to “why they should care” by the second sentence. Better yet, present all of this in a pitch that is no longer than two paragraphs. Unless you are presenting research findings, M&A activity, or a first-of-its-kind product or service, press releases are no longer needed. – Jenna Gross, Moving Targets

4. Reach Out Based on the Reporter's Interest

For most companies, there are very few instances when a press release is needed. In fact, press releases are the best way to scoop your own story. Instead, pay attention to what reporters are covering. Personally reach out to them with something you think they would be interested in based on their past coverage: your entrepreneurial story, business model or trendsetting approach. – Lindsay Mullen, Prosper Strategies

The era of the traditional press release may well be over. Unless you couple an announcement with engaging content, you're leaving your announcement in the hands of others. Communications in 2016 is about engaging with target audiences, not one-way-street communications. From videos to shareable content to an interview you push out, there are many options to supplement the release. – Ben LaBolt, The Incite Agency

6. Send a Short Pitch Instead

All journalists I've spoken to have told me they prefer to receive a concise, to-the-point pitch instead of a press release. So how can an agency shake up the traditional press release? Get rid of it and just send a pitch email that addresses the following questions: 1) What burning problem are you trying to solve? 2) Who are your competitors? and 3) How do you solve the problem better than they do? – Ayelet Noff, Blonde 2.0

7. Tell a Visual Story

We've helped many clients incorporate infographics or microcontent into their press releases. It's important to jump off the stack of hundreds of other press releases, and telling your story through visuals is a compelling way to do so. – John Meyer, Lemonly

In light of how people consume information these days, embed in the release a short video demonstrating how the product/service works and what purpose it will serve the intended audiences. If you’re plugging an event, show the event site or footage of last year’s event. Embed a video of the new hire saying how he or she will enhance the brand and help to better serve customers and prospects. – Ronn Torossian, 5W Public Relations

Forbes Agency Council is an invitation-only organization for executives in successful public relations, media strategy, creative and advertising agencies. Find out if you qualify at forbesagencycouncil.com/qualify.